Speed Performance Optimisation & Website Migration

Sellics

Industry: SaaS | Location: Berlin | My role: UIUX & Marketing Designer & Frontend Developer

Adapting design thinking process and agile working model to improve product’s speed performance and aesthetic. Through understanding the users, defining problem statement and goals, and rounds of prototyping and testing, I created the final product with improved loading time and aesthetic consistency, resulting in higher conversion rate.

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The Challenge

A few clients feedback from the customer success team addressed problems when clients visiting our marketing website. Improving site speed performance and enhancing aesthetic consistency are the main focus areas which need to be strengthened.

Design Sprint

Solving challenges through prototyping and testing ideas

Understand

We conducted qualitative user research to understand users’ needs and their user experience. Feedback is collected through online survey and interview session. We then diagnosed a few pain-points of the current marketing website.

Ideate

After defining our problems - long loading time and inconsistent design, we printed out some of our marketing pages from WordPress, Unbounce and Hubspot sites to have design critique and brainstorm possible solutions.

Decide

We made some hypotheses on how to enhance website aesthetic consistency and speed performance. Decisions are made based on value vs. complexity prioritisation model.

The Solution

Improve loading time and reduce dependencies

Remove plugins that drastically increase loading times, including WordPress page builder and unused plugins. On the other hand, I have recreated all landing pages by using existing ACF components.

Enhance the aesthetic consistency

Marketing team has been using Unbounce and Hubspot for SEO and lead generation purposes. However, this contributed to many inconsistencies due to their unfamiliarity of different systems. We decided to build an easy web design solution, eliminate and migrate landing pages from Unbounce to WordPress.

Not only ACF components are built on WordPress, we also created icons as font, so that the team can design landing page easily with all the icons ready.

While working on the migration, I also did wire-framing, prototyping and testing to optimise webpage performance. I developed and migrated landing pages reusing our visual assets and following the existing style guide.

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Measure performance

I conducted evaluations and user test to conclude future iteration and measure performance.

  • GTmetrix speed test improved from Grade F to B

  • More clicks, taps, and scrolling behaviours are tracked by using web analytics tool

  • Better performance are recorded in multiple analytics tools, including Google Analytics, Google Tag Manager and Hotjar

  • Conversion rate increased

  • Visual presentation of the brand is consistent

Other visual work..

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